Summary
Companies strive to create and enforce a single set of global Web standards that ensures an appropriately branded experience for their customers worldwide. While most companies fail, Shell succeeds in this effort because it supports a well-documented set of standards with a central organization that actively communicates, provides strong educational support, and is transparent about standards development and compliance. In order to create successful global Web standards, customer experience executives should develop internal centers of excellence and look outside their firms to co-opt best practices.
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